Brand effectiveness at energy companies: The state of play in 2021
Monday, March 29, 2021 | BrandActive
Energy Industry Brand Implementation
Last week, the collective brainpower from the panel during CHARGE Energy Branding’s North America week could have lit up some utility customer’s houses –if not their entire block– during the session “Rethink energy brands to supercharge growth.” These leaders discussed what constitutes a…
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Why a sustainable rebrand is a smart rebrand
Friday, March 26, 2021 | BrandActive
Marketer's Brand Implementation FAQsSustainable Rebranding
In recent years, sustainability has become a hot buzzword — reflecting the heightened concern that many have about the future of our planet. It’s likely that you or people you know are trying to reduce the heavy footprint of our industrialized society by recycling paper and plastic, choosing eco…
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In 2021, the public is putting its faith in business. How will your brand respond?
Wednesday, March 24, 2021 | Philip Guiliano, Ian Kaplan
Brand Trends and Predictions
Consumer trust is foundational part of any brand’s success. In fact, trust-building is at the heart of any brand-building effort. Of course, your organization’s actions play a major role in your perceived trustworthiness. But the market’s willingness to trust your brand likely begins at a d…
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Make brand-building a team effort with a next-level brand training program
Wednesday, March 24, 2021 | Nicole Kemp
Brand and Marketing OperationsBrand Consistency
Brand training is a critical part of any brand’s long-term success. It’s how you connect your brand identity (from your values to your visuals) to the people who steward it on a day-to-day basis: your employees. So, it stands to reason that your brand should be the responsibility of everyone in …
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Rising to the new challenges of an M&A rebrand in 2021
Tuesday, March 16, 2021 | BrandActive
M&A / Divestiture Brand ChangesRebranding Implementation
M&A activity is picking up. According to a Deloitte survey conducted in late 2020, 42% of executives expect M&A deals to reach pre-pandemic levels during 2021. In a more recent report, Morgan Stanley projects not just a rebound in M&A, but an acceleration spurred by strategic consoli…
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How to overcome the 4 most common challenges of a B2B rebrand
Monday, March 15, 2021 | Philip Guiliano
Rebranding Implementation
Look under the hood of any successful rebrand, and you’ll find that the engine is a well-oiled machine made up of detailed planning, strategic coordination, and carefully crafted communication. That engine doesn’t come standard with every rebrand. Rather, marketers and their teams work hard to b…
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CHARGE meets Philip Guiliano, Partner at BrandActive
Thursday, March 11, 2021 | BrandActive
In The News
This article first appeared on the CHARGE website. As we approach CHARGE Energy Branding Week North America (March 22-26), we’ve been asking our top speakers and partners to reveal their approach to branding in energy. In this article, we speak to Philip Guiliano, Partner at BrandActive. Ph…
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How to smoothly manage all the moving parts of a logistics company rebrand
Tuesday, March 2, 2021 | Philip Guiliano
Logistics Industry Brand Implementation
Logistics companies are in the business of managing an incredibly high volume of moving parts and complex details. It’s how they can reliably deliver products, services, and information on time. So, it stands to reason that a rebrand — which counts as a daunting logistical challenge in its own r…
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How to navigate the top three challenges of rebranding a pharmaceutical company
Friday, February 19, 2021 | Patrick Heath, Vladimir Kacar, Kavya Paul
Corporate Rebrand ImplementationPharmaceutical and Life Sciences Brand ImplementationRebranding Implementation
Planning for and rolling out a rebrand is always complicated – but when it comes to life science, biotech, and pharmaceutical companies, it is especially complex, and for good reasons. To start, many of these companies are global and have evolved through a series of acquisitions, mergers, and d…
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Rebranding in turbulent times: Stories from frontline marketers across key industries
Friday, February 19, 2021 | Eniana Vrenozaj, Jeremy Stilwell, Robert Sokoloff, Kavya Paul, Ade Ajibola, Enang Ukoh
Marketer's Brand Implementation FAQsRebrand Implementation Strategy
Like just about everything in 2020, the world of rebranding underwent major changes over the past year. And as the new year dawns, many pandemic-driven challenges remain. In fact, it’s fair to say that marketers planning a rebrand now find themselves operating in a difficult reality — one marked…
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